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BP&N’s New TV Spots Maintain Client’s Lighthearted Positioning
LOS ANGELES–Borders, Perrin and Norrander’s latest effort for Spirit Mountain Casino uses a pink hat, flypaper and toast to tout the thrill of random luck in everyday life in TV spots breaking this week.
The approach is based on “the idea of owning the concept of luck,” said Jack Peterson, director of client services at the Portland, Ore., agency. “Our strategy for a number of years has been to position [Spirit Mountain] as lucky entertainment as opposed to desperation or a vice or an elite casino like the Bellagio in Las Vegas.
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